Monthly Archives: June 2008

Enfatico website is all that

I like this website. I like linear websites. Websites that are linear – I like.

The Enfatico story – which is what this website is: a narrative – is well written and immersive. I winced a little at ‘reinventing the client-agency model in a zero-legacy environment’. But to be fair, I got the point.

If you didn’t already know, Enfatico is the new name for the bespoke agency that WPP developed its work on Dell. The reasoning behind it being that the tailored ‘agency’ worked so well, it’s now going to see how it works with other clients.

Industry opinion about the choice of name appears to be divided on Brand Republic’s newly launched boards.

How to become a journalist: act like one

Every time someone asks me how I got into journalism, I usually trot out the same words of advice: write, submit, write, submit, write…you get the picture.

My point being that no matter what your qualifications or experience, if you write an article and the editor you submit it to likes what he or she reads, then you’re in.

Formal qualifications do matter in some lines of specialist reporting (ie having a science degree clearly helps when writing for New Scientist). But if you have a talent for writing must read copy, then you’re most of the way there.

Students I speak to tend to stuck on the ‘submit’ bit of my ‘write, submit’ mantra. Pre-2000, I always recommended emailing, posting or faxing (remember that?) content in to editors for consideration. Since 2000, I’ve added forum posting and blogging to the list.

The power of how contributing to blogs alone can boost your career prospects in journalism is emphasised by people like Cath Elliott, who was first ‘talent spotted’ on the Guardian’s Comment is Free portal as a commenter. According to the Guardian, her comments has such insight and thoughtfulness that she was invited to become a contributor.

Of course, some may argue that Cath isn’t a journalist but a blogger. But what is a journalist these days? Two things might sway this debate: a) the blog platform is owned by a major national newspaper and b) at any time, her content has the potential to make it into the print newspaper or ‘official’ Guardian news site. So – is Cath a journalist?

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Microsoft and its ‘cash-back’ search strategy

The pros and cons of Microsoft’s cash back searches are well documented on far better blogs than contentcontent (just).

But this new search strategy could be an example of how Microsoft are trying to convince advertisers that paid search ads (ie Google’s) aren’t the be all and end all of search.

As well as the cash back search, it’s also worth watching Microsoft’s efforts in tracking and ‘engagement mapping’ tools which they’re supposed to be rolling out.

These tools (which MS bought as part of the aQuantive / Avenue A Razorfish purchase) claim to give online retailers a better picture of what ads or web content a user saw before they purchased a product on their site. The value being that not all purchases are made via paid search ads – display ads and other web content could inspire that purchasing decision.

Of course Doubleclick has being doing this kind of thing for years (which Google owns). It’ll be interesting to see how Microsoft’s product offer will improve on Doubleclick’s offer.

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Sony to offer paid-for online mag to PS3 network members

The potential for offering exclusive services via gaming platforms’ closed networks is huge and has been talked about for years. Now it’s here.

This begs an obvious question – when and what is Microsoft going to offer members of its Xbox Live network, beyond the current offer of short film downloads and exclusive games content?

Read more about Sony’s online mag offer, Qore (ooh, edgy).